New Media Project

Copyright We ROCK 4 Kids!

and UCSD Extension 2008

May not be used without permission

POSTPeople

Objective

Strategy

Technology

PeopleTarget audience: Moms that are interested in their families’ health and well-being

Forrester’s Social Technographics Profile indicates:

Moms are less likely to be Creators, yet participate as Critics more than the rest of the population

Almost half are Joiners

Over half are SpectatorsData from Forrester Research Technographics ｮ surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

Objective

To gain donations for the healthy snacks and building tracks program

Strategy

Create an online community for moms that potential sponsors will want to market to.

TechnologyA website where moms can meet in cyberspace with a

●Forum

● Polls

● Blog

● Photo/video gallery

● Calendar of events

● E-Newsletter

● Advocacy

Blog

What?

• The blog will talk about food, cooking, health and fitness.

How?

• Specialists will blog twice a week about health and fitness subjects.

Why?

• Tips from specialists are valuable and will generate traffic to the website.

Web ForumsWhat?

• Web application for holding discussions and posting user-generated content

How?

• Moms can use it as a way to exchange information about their kids, asking questions and advices from others moms

Why?

• It is an excellent tool to learn from another mom’s experience, to share concerns, to make a community and allow the mom’s help each other.

Calendar Events

What?

• A guide to locating events.

How?

• Disseminate dates and locations for future events on the website.

Why?

• Increase participation.

e-NewsletterWhat?

• Publication delivered electronically via email about one main topic that is of interest to its subscribers

How?

• We Rock 4 Kids selects one important topic per month and sendd the e-newsletter to moms and teachers

Why?

• Share ideas and resources and receive expert advice. Space to promote sponsors and partners’ brands.

Polls

What?

● A survey of public opinion from a particular sample

How?

● Put a poll on the first page of the website with a specific topic. e.g. First Poll : What would you like to name our mom’s community? Second Poll : What is your child’s favorite snack? Third Poll : How many hours do you exercise with your children?Why?

● Moms are great critics and polls are a way for them to have input.

Photo/Video Gallery

What?

● Special section for photos and videos

How?

● Post “Before and After” pictures of the tracks.Post pictures with children playing and having fun on the tracks.

Why?

●A picture is worth a thousands of words.

Advocacy

What?

●Members can check useful information of government and local civic groups

How?

●New topics are updated and displayed on the site.Put links to city and school websites providing users with current regulations and policies regarding children’s health.

Why?

●A wide range of information support will help the activity

The California Food Guide is a collaborative project between the California Department of Health Care Services, California Department of Public Health, and the Inter Agency Nutrition Coordinating Council.

http://www.californiaprojectlean.org/views/Learn_About_California_Project_LEAN.asp

California Project LEAN (Leaders Encouraging Activity and Nutrition) (CPL) is a joint program of the California Department of Health Services and the Public Health Institute focusing on youth empowerment, policy and environmental change strategies, and community-based solutions..

http://www.dhcs.ca.gov/Pages/default.aspx

DHCS’ mission is to preserve and improve the health status of all Californians. DHCS works closely with health care professionals, county governments and health plans to provide a health care safety net for California’s low-income and persons with disabilities.

●Display ads in Family Magazine.

● Pitch story idea to Family Magazine for feature article.

● Submit news releases to the business and health sections of local print media: The Reader, San Diego Union Tribune,City Beat,San Diego Magazine…

● List events in calendar sections of social media: SDBackyard.com, DiscoverSD.com, Eventful.com and Going.com.

● Contact local PTA groups.

● Participate in local sport activities.

How to generate traffic?

1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H

Blog Generate Traffic

Web Forums Share and Help

Carlendar Events Information

e-Newsletter Spread the idea, Information

Polls Participation (critics)

Photo/Video Gallery Visual examples

Advocacy Support Activity

5.- Generate Traffic and Maintenance

4.- New Media Technology

We Rock 4 KidsMoms (Critics, Joiners and

Spectators)

September October

3.- Project Development

TIMETABLE NEW MEDIA PROJECT2008

November DecemberGoal

1.- Previous Analisys

2.- Strategies

ProductActions Target

WE

RO

CK

4 K

IDS

1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H

Blog Generate Traffic

Web Forums Share and Help

Carlendar Events Information

e-Newsletter Spread the idea, Information

Polls Participation (critics)

Photo/Video Gallery Visual examples

Advocacy Support Activity

5.- Generate Traffic and Maintenance

4.- New Media Technology

We Rock 4 KidsMoms (Critics, Joiners and

Spectators)

3.- Project Development

TIMETABLE NEW MEDIA PROJECT

Goal

1.- Previous Analisys

2.- Strategies

ProductActions Target

WE

RO

CK

4 K

IDS

1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H 1H 2H

Blog Generate Traffic

Web Forums Share and Help

Carlendar Events Information

e-Newsletter Spread the idea, Information

Polls Participation (critics)

Photo/Video Gallery Visual examples

Advocacy Support Activity

April May

2008

December January February March

2009

AugustJune July

Associated Costs

●Website development and maintenance

● Video production and editing

● Advertising/promotion

●Executive training

CONCLUSION

•First listen.

•Start small, but plan for a larger presence.

•Reach out to your most active customers.

•Plan to drive traffic to your community.

•Let your customers lead you.